Jack Marshall, writing for the Wall Street Journal:

In recent months Google has begun including many more links to stripped-down AMP pages in its mobile search results. This has directed more traffic to those AMP pages and less to publishers’ full mobile websites. Google said in a Sept. 21 blog post that AMP search results would be introduced across search engine results pages worldwide “in the coming weeks.”

For some publishers that is a problem, since their AMP pages do not currently generate advertising revenue at the same rate as their full mobile sites. Multiple publishers said an AMP pageview currently generates around half as much revenue as a pageview on their full mobile websites.

Here’s a novel idea, stop using AMP entirely and build leaner web pages.